This article, based on research from Ogilvy Noor, outlines why young Muslim women are an overlooked opportunity for marketers and how brands can market to a segment that values faith and modernity.

The global Muslim consumer lifestyle market is slated to reach US$2.6 trillion by 2020; 90% of young Muslims purchasing products in accordance with the values of their faith; but almost three in every five Muslims do not feel that global brands understand or cater for them.

Young Muslim women value faith and modernity, and see the two as intertwined: they are more educated, career driven and enjoy fashion and beauty.

Millennial Muslims are gravitating towards the spirit and foundations of being Muslim, which in the context of consumer products, can extend to qualities such as sustainable sources, organic certification and ethical practices.

Young Muslim consumers expect best-in-class communications strategies, not just something that has a halal sticker on it, or a crescent moon in the corner - they want product innovation that understands how they live their lives.

6

Analysis: U.S. demographics

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Urey Onuoha, ANA Magazine, September 2016, pp. 17-17

This short article displays data that evidences the view that marketing in 2016 should be frank about demographic changes in the US.

This short article displays data that evidences the view that marketing in 2016 should be frank about demographic changes in the US.

A study, 'See Her' speaks to the changing mindset of the American consumer, which is, in turn, indicative of changes in the population itself.

Analysis of census data by Pew Research Center found that women were the sole or primary breadwinners in 40 percent of US households with children under 18.

This year a study by You-Gov and Johnson & Johnson's BabyCenter found that 40 percent of families reflect modern types, including single-parent households, cohabiting parents, LGBT parents, mixed-race parents, and households with a stay-at-home dad.

7

A Clash of Cultures

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Sonya Misquitta, WPP Atticus Awards, Merit, Strategy, 2016

This article argues that brands must be more active in integrating Islam into the mix of western society, drawing out five lessons that Europe can learn from India - both successes and mistakes.

This article argues that brands must be more active in integrating Islam into the mix of western society, drawing out five lessons that Europe can learn from India - both successes and mistakes.

2015 was a year marked by economic instability, populist politicians and a refugee wave which is changing the face of politics in Europe.

Amid rising polarisation in society, brands need to promote tolerance, peace and goodwill; they need to learn to read between the headlines that appear in popular media and political sabre rattling.

It's easy to vilify, label and stereotype a community when their behaviours, values and attitudes are different from yours - brands must show positive imagery and role models.

Angst arises among minorities when the odds are stacked against them: they benefit less from the economic mobility that the majority has long enjoyed.

Brands ought to respect religious sensitivities by encouraging a respect for ideas and rational inquiry, and reinforcing important 'universal values' of co-existence, tolerance, kindness, respect, and equality.

8

Pew: Asians replacing Hispanics as largest US immigrant group by 2055

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Sonia Paul, Event Reports, 3AF Asian Marketing Summit, June 2016

This event report outlines the changing demographics among the US population, with a particular focus on the rising importance of Asian Americans.

This event report outlines ways in which brands can reach Indian-American consumers, a group with increasing affluence and influence.

Brands must understand the various different cohorts within the Indian-American community, and how they relate to their heritage.

The various consumer "personas" observable among this demographic include highly affluent and status-conscious individuals, trailblazers who have lived in the US for many years, and people aiming to provide for their families who live thousands of miles away.

For certain consumers, media content that is either Indian or Indian American will almost always be a draw, representing one way to reach these individuals.

11

Barbie's road to multicultural reinvention - and renewed relevance

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Stephen Whiteside, Event Reports, Cannes Lions, June 2016

This event report outlines how Barbie, the iconic doll brand owned by Mattel, has transformed its product range and marketing strategy to reflect its diverse audience around the world.

Through a retooled marketing strategy, the brand aimed to demonstrate how Barbie could inspire girls to pursue success anywhere from the corporate boardroom to the sports field.

By releasing a new product range spanning a range of heights, body shapes, eye colours and skin tones, the brand achieved renewed relevance to mothers and daughters alike.

12

Behind Ireland's winning marriage equality campaign

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Anna Hamill, Event Reports, Mumbrella 360, June 2016

The article examines the winning strategy of Ireland's historic marriage equality campaign, Yes Equality, and how Ireland became the first country to usher in a new era of LGBT rights by public referendum.

The article examines the winning strategy of Ireland's historic marriage equality campaign, Yes Equality, and how Ireland became the first country to usher in a new era of LGBT rights by public referendum.

Research indicated that Irish people felt uncomfortable talking about LGBT issues and there was limited engagement around it in Ireland, even for those who knew an LGBT person directly.

The campaign focused on creating a new cultural conversation, with a positive message, rather than framing the debate as 'us vs them' and avoided side issues such as surrogacy.

The entire campaign in Ireland was based around filling airwaves and filling every media possible, but also right down into communities, with conversations about real people talking about their lives.

Yes Equality emphasized the importance of making space for everyday Irish people to have these unfamiliar conversations in the language that was most comfortable for them – even if it was a bit politically incorrect.

Personal connection was hugely important – real stories from real people – as voters found it much more difficult to vote against the interests of an LGBT person who was close to them.

13

How Chase marketed to Chinese Americans, helping them master technology

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Sonia Paul, Event Reports, 3AF Asian Marketing Summit, June 2016

This event report explains how JPMorgan Chase leveraged cultural insights about the Chinese-American community to help promote its suite of digital services.

This event report explains how JPMorgan Chase leveraged cultural insights about the Chinese-American community to help promote its suite of digital services.

Uptake of digital banking services was limited among Chinese Americans, whether that was older customers or the younger, tech-savvy audience.

Chase developed a marketing plan to promote the fact that using these tools was simple and offered greater control of personal finances.

Hiring different spokespeople to serve as "masters" to the community helped the brand promote its core concept in different ways.

14

How to market effectively in a multicultural nation

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David Burgos, Warc Best Practice, July 2016

This article describes best practice for marketing effectively in today's multicultural United States, where roughly 40% of the population is non-white, constituting a big demographic shift; at their core, marketer's problems arise from siloing by profile.

This article describes best practice for marketing effectively in today's multicultural United States, where roughly 40% of the population is non-white, constituting a big demographic shift; at their core, marketer's problems arise from siloing by profile.

Culture refers to any group of people that share similar beliefs, values, customs or way of life, this paper focuses specifically on the four major demographics: non-Hispanic Whites, Hispanics, African-Americans and Asian-Americans.

To be effective in today's new normal, marketers need to broaden their "listening" skills to better understand how the needs of different consumer segments might be different, or not.

Successful marketing strategies often include both culturally targeted and culturally inclusive approaches; marketers must find the optimal balance between the two.

This event report outlines how Kimberly-Clark, the personal care and healthcare group, is tackling multicultural marketing.

Changing demographic trends represented an "alarm clock" for the company, as they hinted at new growth opportunities and how marketing needed to evolve.

Rather than traditional multicultural marketing, the firm focuses on "marketing in the multicultural world", where the general market is both diverse and dynamic.

As shown by the fact two-thirds of Hispanic consumers live in eight US states, opportunities do exist for engaging specific audiences in certain geographies.

17

All eyes on Asia's halal beauty market: What brands need to know

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Elison Lim, Warc Exclusive, May 2016

This report investigates the nuances of the halal beauty category in Asia, which is home to more than 60% of the global Muslim population, and offers insight into the psychology of the path to purchase for Muslim women.

This report investigates the nuances of the halal beauty category in Asia, which is home to more than 60% of the global Muslim population, and offers insight into the psychology of the path to purchase for Muslim women.

The halal beauty market is at an early growth stage, companies that enter it sooner rather than later will inevitably enjoy the benefits of first mover status.

Muslim women perceive both adherence to Islamic laws and pursuit of beauty as important goals, but often find themselves in situations where they have to choose between honouring their religious values or acting upon their desire to use beauty products to enhance their appearance.

Young Muslim women are highly active online regarding beauty and wellness - the number of Muslim beauty bloggers as well as the number of women following these bloggers, are on the rise.

18

Multicultural Beauty: benefiting from diversity

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Euromonitor Strategy Briefings, March 2016

This report examines how brands are segmenting offerings on the basis of ethnic and cultural needs, and asks what are the challenges, and do regional players with an understanding of local market dynamics have an advantage over multinationals.

This report examines how brands are segmenting offerings on the basis of ethnic and cultural needs, and asks what are the challenges, and do regional players with an understanding of local market dynamics have an advantage over multinationals.

Demographic shifts triggered by migration, flow of tourism, growing purchasing power of ethnic consumers in developed markets and urbanisation in emerging countries have been key demand drivers.

A key strategy is developing targeted marketing for the same product, highlighting the most relevant benefit to the target audience in order to optimise return.

Cultural influence drives innovation: South Korean beauty has influenced brands globally, but the mainstream is now using new ingredients with strong health benefits.

The segment is expected to see more dynamism as developments in tech aid a better understanding of diversity; as a result, more niche and regional brands are expected to emerge as targeting diversity gains momentum.

This article provides advice for brands looking to connect with a disabled audience.

In 2010, 19% of the US population (56.7m people) self-reported a disability making them the largest minority segment of the consumer population, yet only about 6% of companies pay attention to this market.

Brands can move toward inclusion by first understanding the audience - people with disabilities are more likely to be turned off when they realize brand messages have been diluted for their benefit.

The next step is to produce and test the response, with many brands trying out content pieces that feature people with disabilities on online platforms first.

Because of the wide range of disabilities, this audience demands a broad approach, and insights from this market in product innovation can benefit consumers across the board.

Examples of brands that have connected with this audience include Guinness, the beer brand, Huggies and Kleenex, the Kimberly-Clark household brands, and Google and Apple's tech devices.

This report examines the demographics and buying power of the Asian-American segment, focusing on the food & beverage and health & beauty categories.

Asian-Americans are the fastest growing demographic group in the US, with China and India replacing Mexico as the largest source of recent immigrants - 79% of Asian-American adults are immigrants or foreign-born.

With 40 countries represented, Asian-Americans are diverse and confident about sustaining their cultural roots, making them assertive about shopping tastes and preferences, and they are also digitally adept.

They are family-centric and tend to live in multi-generational households, but also have a high life expectancy, delivering more effective years of buying power.

The report looks specifically at Millennial Asian-American women, who are heads of their households, highlighting specific shopping attitudes and behaviors compared to the general market.

23

Hispanics in the media landscape

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Nielsen, May 2015

This article summarises research into the Hispanic market in the US, where the Hispanic population is expected to grow from 17% of the current total population to almost 30% by 2060.

This article summarises research into the Hispanic market in the US, where the Hispanic population is expected to grow from 17% of the current total population to almost 30% by 2060.

62% of Hispanics are US born and have distinct qualities that set them apart from foreign born Hispanics when it comes to viewing habits and technology adoption.

Language preferences vary by age and context plays a big role when it comes to finding ways to better engage with bilingual Hispanics.

Device penetration continues to increase and is affecting how, when, where, and for how long Hispanics consume content but they continue to co-view traditional TV more than their non-Hispanic counterparts.

47% of Hispanics are heavy radio listeners, however, they are catching on to online radio trends as the music industry changes.

24

How Wells Fargo builds storylines for LGBT audiences

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Geoffrey Precourt, Event Reports, ARF Re:think, March 2015

This event report demonstrates how Wells Fargo, the financial services group, has sought to become a trusted source of advice for lesbian, gay, bisexual and transgender (LGBT) customers.

This event report demonstrates how Wells Fargo, the financial services group, has sought to become a trusted source of advice for lesbian, gay, bisexual and transgender (LGBT) customers.

To mark the first anniversary of the Supreme Court allowing married same-sex couples most of the same benefits enjoyed by heterosexual couples, Wells Fargo released research covering the views and behavior of LGBT investors.

By building connection with this audience and asking them about a diverse range of subjects, Wells Fargo was able to fill a substantial knowledge gap among the news media, businesses and consumers themselves.

Through timing the release of its analysis when interest in the subject was at a peak, the company effectively tapped considerable media and public interest.

25

The multicultural edge: Rising super consumers

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Nielsen, March 2015

This report focuses on the attitudes and behaviours of multicultural consumers in the US, in particular the African-American, Asian-American and Hispanic communities, who now represent the fastest growing segment of the US population.

This report focuses on the attitudes and behaviours of multicultural consumers in the US, in particular the African-American, Asian-American and Hispanic communities, who now represent the fastest growing segment of the US population.

Multicultural consumers are transforming the US mainstream as they already represent more than their numerical share across a wide range of product categories.

They are leading the way in digital devices and social media which they use to celebrate and maintain their evolving cultural identities.

They are connected, mobile-savvy and younger than the rest of the population, making them a growing consumer force in an increasingly multicultural mainstream.